Google Analytics is a web analytics platform from Google that helps organizations understand how people find and use their websites and apps. The current version, Google Analytics 4 (GA4), uses an event-based measurement model to track interactions such as page views, sessions, clicks, form activity, purchases, and other behaviors configured by the organization.
Google Analytics can help answer questions such as which marketing channels bring visitors to a site, which pages attract engagement, how users move through a website, and which activities contribute to important business actions.
Analytics data should be interpreted in context. Traffic alone does not demonstrate marketing success; organizations should connect measurement to meaningful outcomes such as qualified leads, revenue, applications, registrations, or other conversions.
Google Analytics complements Google Search Console, which focuses more specifically on Google organic-search performance. Together, these tools support measurement of SEO and broader digital marketing performance.
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